Allergan
Creating an emotional need in an emotionless category
Year:
2017
Capabilities:
456 Studios.
Digital Products.
Media.
Social.
Problem
Following the launch of a high-spending competitor, Allergan needed a breakthrough campaign to grow the category and reclaim leadership of Restasis, a chronic dry-eye medication.
Insight
Dry eye sufferers blink 3x more often than people with normal eyes, and often send unintended emotional signals like disinterest, dislike and dishonesty.
Strategy
Help women show the world their true selves.
Solution
We created Eyepowerment, a fully integrated campaign built around the emotion of the eyes. Launched during the Academy Awards, it elevated the issue of dry eye by showing women that it was not just a nuisance, but a condition that could hold them back from showing who they really are. The campaign drove consumers to eyepowerment.com where they could learn more about dry eyes and join the movement.
7.3MM
Twitter Impressions
2.6MM
Twitter Video Views
5x
Pharma Benchmarks in Video Review Rates
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network